Is language essential? Exploring the role of language on deciding whether to localise or standardise an international advertising campaign.

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Is language essential? Exploring the role of language on deciding whether to localise or standardise an international advertising campaign.

The growing globalisation and cultural convergence that have been observed during the last decades have given way to a rising dominance of the English language as the language of global communications. This is hypothesised to lead to a renewal of the always prominent standardisation debate in intern...

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Bibliographic Details
Main Author:	Gkortsila, Marianna
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2015
Online Access:	https://eprints.nottingham.ac.uk/30067/

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